Marks & Spencer
Adding warmth to the shopping experience, Marks & Spencer’s new boutique retail design format is more experiential, tactile and exciting. VM&RD takes a trip to M&S’s debutant format at DLF Mall of India, Noida.
In May 2015, Marks & Spencer opened its first boutique format store in Brussels, Belgium. “We wanted to create a store design which reflected the evolution of our brand with an emphasis on modern, sharp and simple quality design. Designed to give customers a premium boutique shopping experience, the inviting store features a neutral colour palette, flattering lighting, large mirrors and a touch of nature with trees spread throughout the department. The sleek and simple displays clearly communicate the breadth of fits, cuts, styles and outfit ideas available at our stores,” said said Aysha Lakhani, the Head of Visual Merchandising for Marks & Spencer Reliance India. The brand has now introduced this new format to a few handpicked stores across international business including two stores in India – at Pacific Mall in Delhi and Mall of India, Noida. The new 22,000 square foot store at DLF Mall of India showcases the brand’s clothing across, womenswear, menswear, kidswear, lingerie and beauty. “We wanted to create a store which is both visually stunning and visually intelligent at every level with the interior architecture forming basis of the design. Fixtures and features are used to divide the space with dimension and scale enabling zoning and segmentation,” informed Lakhani. The welcome zone leading into the store reflects the latest collection or seasonal story presented in a stylish and engaging way. The palette of soft warm tones continue through to the perimeter and flooring where M&S has introduced an architectural pelmet that creates a more intimate shopping environment. Ceramic flooring underfoot completes the architectural story.
Neutral colour palette adds to the inviting nature of the store accompanied with theatrical and immersive lighting designed to flatter both our customers and our highquality clothing. “We also introduced a fully accent-driven lighting scheme which allows us to call out key areas and draw the customers into the space,” added Lakhani. The new boutique equipment simplifies equipment portfolio to a suite of rails and tables which work across each brand allowing to flex the space according to the season. Simple props like decorative foliage and inspiring imagery come together to give a ‘lifestyle’ feel to customers. The store also features high impact welcome zones which reflect the latest collections or seasonal story. Large lightboxes aid navigation and engage customers with the latest campaigns.